Resources

Customer Stories

Live Webcast - Rethink Financial Content Marketing: Building a Content Community

Wednesday, July 20, 2016 11:00am ET | 8:00am PT Duration: 60 minutes

Rethink Financial Content Marketing

Financial brands still face a trust deficit. This perhaps explains why over 80% of financial brands use content marketing. But is this enough?

According to Neilsen research, only 15% of consumers trust recommendations and content from brands, but 83% trust recommendations from people they know*.

To amplify this advocacy effect, many FS brands have opted to build their content marketing on the basis of member-driven communities. As well as gaining trust, they hope to build a sense of belonging and move from provider to ‘partner’.

But the reality is harder than the theory.

Building a community can take significant commitment in terms of effort and resource. If they don’t take-off, the lack of engagement is visible. And the degree of transparency required can make traditional bankers blanch.

At this session, our panel will debate the following:

Should we build our community on a social network or our own platform?

How do you put a measurable ROI to ‘community engagement’?

How do you moderate the community without stifling debate?

Can you expand offline into a physical community?

Is your organisation ready for transparency? How do you deal with negative posts?